CHAPTER-1

INTRODUCTION

Consumer is that person who purchase goods and services to satisfy there needs and wants.
according to modern approach, customer is the king of the market, if our customer is satisfied with
our services then we achieve our goal easily. The existence of the organization is depend on the
customer. Customer have different behavior according there age, education, culture, social
background, geographical area etc.

There are many different types of customer on different bases.

Consumer basis on purchasing objective:- On the basis on buying objective there are mainly
three types of consumers. Firstly household customer, secondly industrial consumer sellers,
thirdly resellers.

(1) Household consumer:- Household consumers are those consumers who purchase products for
there personal consumption and not for resale.

(2) Industrial consumer reseller:- Industrial consumer reseller are those customer who purchase
for further processing. In other words industrial customer are those person who have production
units and they purchase raw materials for there production.

(3) Reseller:- Resellers are those customers who buy the products for reselling. They do not buy
the products for further processing, manufacturing. Like wholeseller retailer

Customer basis on buying behavior:- On the basis of buying behavior, there are mainly five types
of customers. It included habitual customers, cognitive customers, emotional customers, impulsive
customers and new group of customers.

(1) Habitual customers:- Habitual customer are those customers who have habit for buying the
products like wine, cigarettes, tea and coffee etc.

(2) Cognitive customers:- In this type of customers, they used there mental ability before
purchasing the products like comparison, quality features etc.

(3) Emotional customers:- These customers are very emotional who influenced from the
product image and advertisement etc.

(4) Impulsive customers:- These customers buy the products on the basis of their physical
attributes. There is no effect of any brand on them.

(5) New group of customers:- In this group of customers, only those people are included who have
no mental ability of taking decision. In this group customers have different opinion about the
products and there's difference in there purchasing behavior.

Consumer behavior

Consumer behavior is a way of thinking, habits, tendency of customer regarding purchasing, using
and disposing of goods and services. It is the study of how, when, from where, why an individual,
organization and government purchase goods and services for marketers and producers, the
knowledge of consumer behavior is very important because the production held for customers. If
our customer is satisfied then we can achive our organization goals otherwise our organization will
not exist in market. The knowledge of consumer behavior, their perception, attitude and
motivation factors is necessity for existence of any organization. It is a complex process in nature
because there is a difference in every person's perception, thinking, thought, ideas. This is a
process of decision making which consists those activities which are considered purchase use,
dispose etc. To study the consumer behavior a marketer can assume the demand of the product,
change in the market, purchasing power, customers preference, habits, interest etc.

Many factors affect the behavior of consumer like economic factors, social factor, personal factor
and phychological factors.

Economic factors:-

Economic factors are those factors which related to customer income, purchasing power etc. (1)
Education: If a customer will well educated then he can purchase accurately and according to their
needs and wants. (2) Family income: If the income of customers family is more then they can
fulfill all their demands and appreciate their living of standard. (3) Personal income: Personal
income is a important aspect of consumer behavior. It affects customer purchasing power. (4)
Pricing: The price influence consumer buying behavior. Price should be reasonable. (5) Savings:
The money which is kept by the person for uncertainty, known as saving. This is the important
factor.

Social factor:-

social factors are those factors which related to society. They influence customer's buying
behavior. It included family, friends, reference group and school etc. These factor motivated peers
for buying.

(1) Family: Family is the first group which influence the customer behavior. Family's custom
traditions, goal to behavior etc influence the customer behavior.

(2) Reference group: Reference group is that group which is closer to a person after his family. A
person is most affected by his reverence group.

(3) Culture: The affect of culture is the most important aspect of consumer behavior. In culture,
nationality, areas, religions etc are included.

(4) Caste: Caste is that group in which the person has born. Caste also affect customers al
Phychological factors:-

These factors are related to consumer's mental activities. It include attitude, perception,
motivation, learning and personlity etc.

(1) Attitude: The attitude of customers is very important aspect that should be concluded by
marketers.

(2) Perception: Perception is a way of thinking which is different of every person. If the
perception of customers toward any product, brand is positive than they will purchase willingly.

(3) Motivation: These factors motivate customers for purchasing products.

(4) Learning: Due to experience, the permanent change in behavior known as learning. Learning is
the important aspect of consumer behavior that should be analyzed by marketers.

Personal factors:-

Age, gender, occupation, income and lifestyle are the personal factors. Before making any policy
regarding sales, the company should explore these factors.

(1) Age: According to age preference, interest and needs are changing, so it is a important factor
of consumer behavior.

(2) Lifestyle: Lifestyle included culture, subculture, social class professional, values, symbolism
and customs. A person's lifestyle is affected by these factors.

Consumer behavior:

Consumer behavior is a mental and dynamic activity because the way of thinking of the customers
is always changing according to time and place so marketers should make efforts to satisfy their
customers. The exploration of customer behavior should be continuing by organization.
Organization should make policies according their number of customers, customers habits and
purchasing power. In recent consumer behavior is growing concept. every organization should
take care in this way. The time after second world war and independence, this concept was narrow
in nature because that time there was a lack of variety, technology and number of producer. At
that time, production was taken place according to the organization facilities, according to
customers needs and wants. But with the passage of time this concept changed and after the era of
globlisation and liberalization, this concept come at this stage of boom. so, every marketers should
analyze customer behavior for their success, development, establishment and existence. consumer
behavior is complex because there is difference between preference, habits interest and taste of
region to region people, state to state people and country to country people. In consumer behavior,
many activities are study like purchasing study, using study, disposing study and consuming study.

Some definitions of consumer behavior are following:

According to C.G Walter and G.W Paul, "Behavior is the process in which individuals decide
whether, what, why, how, from where purchased goods and services.''

According to Engel, Blackwell, ''Consumer behavior is the process of decision making of persons
who purchase products for consumption.''

According to Webster, ''Purchasing behavior of consumers is the evaluation of all psychological,

social, economical, potential of customer as they become aware of purchase, consume and say
others about products and services.''

According to Schiffman, ''Consumer behavior is the way of thinking, habits and tendency of
consumer regarding purchase, use and dispose goods and services.''

Consumer buying decision making process:- The following steps are consist consumer
buying decision making process:

(1) Objective identification:- This is the first step of consumer buying decision process. In this step
the objectives is determined.

(2) Search information:- Information search is the second and important step. on this step
information collect according to purpose.

(3) Find alternative:- This is the third step of process here alternates are find out related to
objective.

(4) Evaluate alternative:- On this step the alternative are compared. merits and demerits of
alternatives are find out.

(5) Select appropriate alternative:- On this step the appropriate and best alternative is selected.

(6) Implementation:- On this step, appropriate alternative (which is chosen) is implemented.

(7) Feedback:- This is the last step the feedback of customers is considered according to feedback
the further production is carry on.

Importance of customers behavior:-

(1) Technological development

(2) Enviromental concern

(3) Recent marketing is the customer oriented marketing

(4) The knowledge of customer behavior is very important for public policy formulation.

Consumer behavior towards online shopping

Online shopping is a mode of purchasing goods and services using internet through websites,
mobile apps and browsers etc. Companies has made their websites where all the information are
available about the products, their mission, vision and about their policies. Customer can see all
the information according to their needs on websites of the companies. In online mode every type
of products are available. Customer can choose according to their preference, wants and needs.
Sometimes customers has a fear of their privacy and security toward payment through net banking.
Companies should remove these fears by providing better facilities and giving security and privacy
to customers personal information. Many apps have developed like Flipkart, Amazon, Myntra or
OLX etc. We can purchase item through these apps and companies websites. Online shopping is a
type of a purchasing which give permission for directly purchasing goods and services from
seller. We call online purchasing by other names like e-shopping, e-store, web-shop, online
marketing, virtual shopping etc. In online shopping, there are no national and international
barriers. By using internet, a customer can find out the product according to their interest,
preference by visiting the website. Many companies provide goods and services only in online
mode not physical store. The coming years have a bright future for internet. The use of internet
for online shopping is increasing day-to-day. People buy products in online mode due to lack of
time, reasonable pricing and there is no bargaining in online shopping. In online shopping every
products is available of every kind. Customers can use internet not only for purchasing but also
comparing prices, quality and variety. The facilities is providing by companies affect consumer
behaviour towards online purchases.

According to Oxford dictionary, ''Online shopping is the activity of purchasing goods and services
using internet.''

Recent time is of internet and digitalization. Every work be complete through internet. In present
during the covid-19 pandaemic, online purchasing play important role for customers because in
pandemic customer cannot go outside for purchasing due to their health safety. People has to buy
products their needs from home through online mode. sometimes people have suspension
regarding the quality of products which purchase online because these products cannot be touched.
Online and especially in India, customers are very fond of looking, searching and comparison are
those factors which are possible in online shopping but the touching factor is not possilble in
online shopping. During the covid-19 government has declared lockdown, during lockdown it
became necessary for people to use internet for every work. Student has to use internet for their
online classes, employees has to use the internet for their work at home. Thus the use of internet is
increased day by day. Online shopping has become the trend of now-a-days, almost every person
buy product online.
Some factors affect consumer buying behaviour toward online shopping. It include the product
quality, price, product return policy, refund policy, security in online payment, brand options,
available product comparison, product delivery time packaging, shipping charges. These factor of
online shopping have been affect consumer behaviour. If the consumer satisfied regarding these
factor then they purchase more and more otherwise neglecting online purchasing. So companies
should make efforts to provide better facility, better service to their customer, from which they feel
satisfied. Seller take step in this way, if the customer will satisfy regarding our product then our
sale will increase otherwise our company will not exist in the market due to innovation and
provided faculty by other sellers. These aspects apply in both medium of shopping ( offline and
online).

The description of affecting factors is following:-

(1) Reasonable price: Marketers should keep a reasonable price of products. If price will be
according to their purchasing power then they will purchase the products comfortabely.

(2) Product Quantity: The quality of products should be better. If customer will satisfy regarding
product quantity then product will make their place in market.

(3) Convenience: Mode of shopping should be convenient.

(4) Delivery on time: Delivery on time is the most affecting and important aspect of online
shopping.

(5) Security: The company should provide security towards payment.

(6) Refund policy: If the product do not have the expected attributes the company should adopted
refund and replace policy.

(7) variety of product: If variety of products is available then customer choose according to their
needs, interest and wants.

Sometimes the items which is required by us, that can not available for us at our location because
that are far from our reach but internet made it possible. Recent time we can purchase any time,
anytime and from any where and make comparison between the quality variety and pricing of
products. many websites are available for online shopping like flipkart, amazon, shopclues, ajio,
paytmall, myntra, snapdeal etc. In online shopping we cannot touch item. Only comparison
become possible. India is a developing country. In india, people aware day by day. They are also
becoming aware toward quality, delivery time. from 2012 till now the website increase from 100 to
600. Digitalization is growing rapidly. People have started net banking for payment like google
pay, paytm, phone pay etc. The internet has make short the work and it is way of time saving. It is
the easiest way of shopping in our todays busy life. Michael Aldrich is that person who invented
online purchasing in 1979.

We say that today's time is of internet. Everything is possible through internet. So, companies
should provide best faculty to their customers and customer also should be purchased after
exploring every aspect of the goods and services.

Online marketing has many components:

Website

Social media

Display

Email etc.

Inbound marketing

marketing automation

content marketing

PPC&SEM marketing etc.

Advantages of online shopping:-

(1) Low prices

(2) Time saving

(3) availablity of branded products

(4) Flexibility

(5) Convenience

(6) variety of products

(7) Home delivery

Disadvantages of online shopping:-

(1) Lack of security

(2) Lack of privacy

(3) Lack of awareness

(4) Internet issues

(5) Lack of knowledge

(6) Lack of interest

(7) Online fraud etc.

In conclusion it can be said that online shopping have some disadvantages, however people
purchase the product due to popularity of website's. The craze of online purchasing in younger
is more than other age group persons. It is the demand of time. Customer should be aware
regarding the online purchasing and net banking. Today is the time of globalization and
digitalization. The market is growing up day to day. Every thing is available on internet. It make
our life easy.
 CHAPTER-2

LITREATURE REVIEW

Quijano et al. (2021) studied that most of people bought in online mode It was found that majority
of people paid in cash or payment on delivery. The aim of study was to evaluate the customer's
mindset, opinion, attitude, perception regarding online shopping. Majority was in favour of
female. 229 respondents had taken which belong to different age, sex and profession. Half of
respondents had belonged to 21 to 30 years age group. Descriptive research design and non
probability techniques were used.

Varghese and Aggarwal (2021) studied that almost every person connected to social media.
customers were more attractive regarding to those elements which show discount, promotion and
through social media. It was found that social media is a platform of direct interaction with
customers. It may be more effective way for inhancing sales. The aim of study was to know the
effect of social media on customers buying behavior. In the study, primary data was used which
was collected through structured questionnaire. 200 respondents were taken, out of 200
respondents, accepted social media as a information provider and 44.5% respondents accepted for
time saving. In the study convenient sampling technique was used.

Bhagyasree and Venugopal (2021) studied that mostly people preferred online shopping and
agreed that a web designing play on important role in online shopping. It was found that females
were more interested than males who belonged to age group 18 to 24 years. The objective of the
study was to know the impact of covid-19 on online shopping. Primary data was collected through
a questionnaire. 100 sample were taken for survey. Mostly preferred website was Flipkart. 64%
respondents were younger. 95% respondents prefer the mobile phone for transaction. 54%
respondents agreed that net banking payment system was secure. 49% respondents had to face the
problems during online shopping.
Karthick and Aashirvad (2020) studied that mostly people prefer online shopping in spite of
traditional store shopping. Time saving and convenience were dominating factors. It was found
that financial risk and non delivery of goods had not affected consumer behavior. The purpose of
study was to understand the attitude of buyer towards online shopping. The finding of study was
that 80% were agreed in favor of online shopping. 73% people were shopped online monthly.
Primary data was collected through structured questionnaire and secondary data collected from
books, magazines and website. In this study random sampling technique used.

Pal (2020) studied that in the pandemic of covid-19 , use of internet for online shopping is
increasing rigidly. Not only youth but also other age group use online mode of purchasing. It was
found that customers are becoming aware towards safety. The aim of study was to know change in
customer behavior for online shopping in covid-19 panademic. The primary data was collected
through questionnaire. 45% respondents were males and the rest were females. Study was
conducted on behalf of age, occupation, income and gender and simple randomly technique was
used.

Mohan and Merugu (2020) studied success and growth of any organization depends on customer
satisfaction. The finding of study was that goods and services quality, ease of use, assurance and
security etc. Factors play an important in consumer behavior. The purpose of study was to
determine the problems which faced by customers in online shopping. In this study, data was
collected through survey and questoionnaire method and study was conducted in cross sectional
nature. 200 students were taken for study. All of these respondents were above 18 years.
Exploratory research design and convenience sampling technique were used.

Gopinath (2020) studied that online purchasing trend was increasing. Almost every second person
purchased through online mode due to covid-19. The finding of study was that majority of
respondents (who purchase online) were related to age group of 25 to 30 and they were all
employees. The aim of study was to analyze the change in consumer behavior due to covid-19. In
this study primary data was collected through survey. Exploratory research design and simple
randomly technique were used.
Shiney and Nithya (2020) studied that technological advancement growing fastly. It was found
that people had started to purchase grocery items in online mode for times saving and convenience.
The aim of study was to evaluate the attributes of customers which motivate them for purchasing
online. It was also found that people had a positive impact towards online mode. A survey was
conducted for data collection. The study period was of two months. Questionnaire was also
prepared for gathering information. In respondents, 45% were students in the study. Descriptive
research design and randomly sampling technique were used.

Kumari and Silviya (2020) studied that mostly people who employed in private sector, purchased
using organizational site. It was found that in online shopping, majority of males was existed. The
objective of the study was to find out customers behavior and attitude during online shopping. In
the study, primary data was used which collected through questionnaire and secondary data
collected company profile, manuals, journals, magazines and newspapers etc. 270 samples had
taken in which 68.5% were males and 31.4% were females. 14.8% respondents were married and
55.2% respondent were unmarried. In the study convenient sampling technique was used which
was non-probabilitic in nature.

Garg (2020) studied that mostly people purchased products in online mode due to convenience,
ease of use and variety of products. There was a fear of misuse of personal information,
unauthorized website among the people, however mostly people bought products in online mode.
So companies should assured their customers regarding their personal information, safety and
security. In the study primary and secondary, both type data were used. The primary data was
collected from survey and observation method through structured questionnaire. The
questionnaire was divided in two parts which distributed in online and offline mode. 100 samples
of people were taken for study who belonged to different age group, students, servicemen,
businessmen and housewives. 60% respondents used online mode. The study was descriptive in
nature, convenient and randomly technique were used.

Reuben (2019) studied that there were no relation between consumer behavior and website design.
Almost half of person were purchasing in online mode. It was found that customers already awared
according their performance. Companies should adopted risk reducing technique. The findings of
study that majority of respondents was female. The objective of study was to explore risk, security
regards online shopping. The primary data collected through questionnaire and in study 94
respondents had taken. Descriptive research design and purposive random techniques were used.

Vidya and Selvamani (2019) studied that financial and non-delivery risks affect consumer
behaviour and perception. The majority of respondents belong to age group of 25-35. It was found
that no relation between age, gender with level of satisfaction towards online shopping. The data
collected through interview. The aim of study was to examine the effect of product features on
customer. In study, 412 respondents had taken and bivariate analysis of correlation used. The
design of study was descriptive and analytical.

Yoganandon and Basker (2019) revealed that marketers were giving every possible facilities to
enhance the number of customers and customers also becoming attentive according passage of
time. It was found that mostly men were interested in online shopping who belonged to age group
of 21 to 30 and most of them were married. The aim of study was to evaluate customers buying
behavior regarding online purchasing. In this study primary and secondary data had used. Primary
data was collected from questionnaire and secondary data collected from magazines, journals and
websites. 150 respondents had taken in which 58.7% respondents were married in the study,
percentage and average methods were used and chi-square tool used. Descriptive research design
and convenience sampling techniques were used in the study.

Qheem and Raikar (2019) studied that online purchasing mode is constantly increasing day by day.
The finding of study was that male population was more interested than female in online shopping.
The aim of study was to explore those elements which influence the customers buying behavior
and in the study, a comparison was conducted for knowing which mode (online versus offline) of
shopping was superior. In study primary data was used 100 respondents were taken according to
preference 24% people were in favour of online shopping and 59% respondents were both side.
Descriptive research design and clustering sampling techniques were used in the study.

Suman et al. (2019) studied that factor like age, gender, education and occupation were affect
consumer's behavior. It was found that females were more interested in social interaction (offline)
than males. Younger's liked to online shopping than elders. The objective of study was to explore
the affecting factors. The primary data was collected through survey. A pilot study was also
conducted in which 52 respondents were taken. A questionnaire was also prepared. Data of study
was analyzed from SPSS tool. correlaton, variance, kaiser meyer test were used for sampling.
Extraction and rotation methods were used. Exploratory research design and randomly technique
were also used in the study.

Perera and Sachitra (2019) revealed that relation between income level of customer and online
shopping influenced customer satisfaction. It was found that some other factors like privacy,
security, website etc. had affect customer satisfaction and behavior. The objective of study was to
examine affecting factors regarding online shopping. In the study, primary data was used which
collected through questionnaire. 380 samples were taken randomly. The study period was of three
months. Deductive approach was used. Research design was in cross sectional and qualitative
nature.

Babychitra and Varshini (2019) studied that customers bought products in online mode due to
some facility like timesaving, variety of products availability, service and home delivery. It was
found that males and females were both like online shopping. It was also found that people had a
fear regarding their privacy and security policies. The aim of study was to explore customers
awareness toward online shopping in Bangladesh. In the study primary and secondary data were
used. Primary data was collected from survey through self-structured questionnaire and secondary
data collected through websites, magazines, journals, reference books and newspaper etc. 200
respondents were taken for the study. In the study chi- square analysis used. 75% respondents were
male and 25% respondents were females. 10% respondents were below 18 years and 30%
respondents were between 18 to 30 years. 25% below 40 years and 20% respondents were between
40 to 50 years. Rest 15% respondents were above 50 years.

Kochina (2019) studied that customers had a positive attitude toward sustainable and green
products. The majority of students was aware regarding environmental impact. The objective of
the study was to understand customers buying behavior towards sustainable and green products. In
the study primary data was used which collected through online structure questionnaire.
Secondary data was collected from study materials and publications etc. majority of the
respondents belonged to age group of 18 to 24 years. In the study, quantitative and qualitative
research designs were used. The study was descriptive in nature.

Hussain et al. (2018) studied that mostly customers were disappointed regarding to online
shopping due to service quality, sale service and some factors which were not according to their
perception. In the study main emphasis lead on determination of constraints toward online
shopping. Data was collected through questionnaire. Primary data was collected from field in
detail. In the study 200 respondents had taken in which 59% males and 41% females. As
conclusion 54% respondents like online shopping and 46% did not like online shopping. In the
study, descriptive research design and simple randomly techniques were used.

Kumar and Umakant (2018) studied that youth was more interested in online shopping rather than
any age group due to knowledge of technology. It was found that in online shopping, mostly
clothes and fashion accessories had purchased. The finding of study was that people were not
aware about online shopping till now. companies should make efforts in this way. The purpose of
study was to explore the superior mode of shopping (online versus traditional) in this study,
primary data was collected from questionnaire and secondary data collected from books, internet
and magzine etc. In the study, pearson and chi- square technique were used. In survey 61%
respondents were male and rest were female who belonged to age group of 18 to 45 years.

Jakariya and Singhvi (2018) studied that students had positive responses towards online shopping.
Students were also agreed with secrecy and privacy regarding online shopping. It was found that
mostly students had awared towards online shopping. The coming years will have a bright future
for everyone. Digitalization had growing rapidly. The aim of study was to explore those factors
which affect students. The primary data was collected through questionnaire. 100 respondents
were taken for study in which 61% respondents were males and rest respondents were females.
82% respondents were related to age group of 20 to 25 years. The study was conducted in
quantitative nature. In the study, sample random sampling technique was used.

Rahman et al. (2018) studied that people purchased in online mode due to time saving, variety of
products and services. It was found that customer's were not habitual of online shopping
frequently. Males and females had same attitude regarding online shopping. They mostly paid in
cash. The study was conducted in dhaka city (Bangladesh). Primary data was used which collected
through survey and interviews. questionnaire were also prepared. The objective of study was
explore the factors which appreciate customers regarding online purchases. 200 samples were
taken for study in which 179 people partispated in survey. The data was analyzed through Ms
excel tool. The study was descriptive in nature. likert scales and convenient sampling technique
was in non- probability nature.
Ali shah and Satsangi studied that youth contribution and awareness were more then any group of
age in online purchasing. It was found that demographic factors like age, gender, education,
family, income were affect consumer behavior. The aim of study was to explore customer
awareness towards online shopping and analyze impact of it. The data was collected in both
(primary and secondary) Primary data collected from the respondents with help of self structured
questionnaire and secondary data collected from journals, books, magazines. In the study,
statistical tools used like chi- square, ANOVA and weighted average method. Descriptive design
and SS formula were used and non probablity sampling technique used. 400 samples people had
choosen for study.

Gupta and Jain (2017) studied that online shopping is a growing concept which will take time for
development. In the mind of people had concept of risk towards online payments and security. The
finding of study was that factors like age, gender, occupation, education affect customers
purchasing. The aim of study was to explore related factors, explain buying behavior and
determine customer perception and motives. In India, people like to go to shopping malls and very
fond off touching, looking the items before purchasing. The study was based on primary and
secondary data. In it 100 respondents were taken in which 44% were students, 32% were
serviceman and 24% were businessmen. As conclusion 44% respondents had faith in online
shopping. Descriptive research design and convenience sampling technique were used in the
study.

Purthi and Gupta (2017) studied that use of internet for online purchasing was growing fastly in
india. Customers perception, attitude and motivation etc are also important determinants in online
shopping. It was found that people becoming aware toward online mode. The aim of study was to
evaluate the factors lead emphasis on customer buying behavior. Primary data collected from
survey. A questionnaire was also prepared. 300 respondents were taken in which 200 respondents
purchase in online mode. Simple random techniques were used. Descriptive and analytical
research design were used in the study.

Bandaru (2017) revealed that the trend of second hand product purchasing was rapidly increased.
People bought second hand item for temporary basis and availability of branded products at low
price. There was no relation between family size, age, income with purchase decisions. The
finding of the study was that the availablity of branded products at low prices affect the consumer's
for online shopping. The objective of the study was to explore customer behavior regard
purchasing second hand items in online mode. In the study, primary data was used which collected
personally from respondents who belonged to urban and semi urban areas through structured
electronic questionnaire in Hyderabad city. 175 samples had taken for study in which 164 people
responded. In the study various statistical tools were used like standard division, mean, ranking
method, chi- squares. In study Robert V krejcie and D.W.Morgan formula was used. The study
was descriptive in nature.

Kavitha (2017) studied that many factors affect consumer behavior like time saving, variety of
product, quality, reasonable price, no shipping charge, discount quick delivery, friend and relatives
motivation, cash on delivery and available alternatives, in all of these factors friends and relatives
was most affected aspect. The purpose of the study was to explore the difficulties faced by
customers during online purchasing. In the study primary data was used which collected from well
structured interview and secondary data collected from various books, magazines, journals and
internet. 100 samples for study had taken. The data was collected through random sampling
method and analyzed on the basis of percentage and ranking method. 55% respondents were males
and 35% respondents were females who lies between 25 to 30 years. 40% respondents were pay in
cash, 50% respondents post graduate and 32% respondents were businessmen.

Bauboniene and Guleviciute (2015) studied that the people purchase goods from online mode due
to convenience and simplicity. It was revealed that women attracted toward online shopping due to
lower prices but men like online shopping for faster service and convenience. The main objective
of study was to find out all those factors which encourage, motivate and affect customer buying
behavior. In study , 183 people had taken who shopped online. In them 44% were men and rest
were women. They were belonged two age group of 25 to 35 years. The data collected from
websites. Pearson‟s method and chi- square technique were used in the study.

Sivanesan (2014) studied that the interest of customers towards online shopping is increasing day
to day. Although some problems have to faced but most of people has liked online shopping. The
findings of study that majority of respondents spent three to four hours in internet for online
shopping. The objective of study was to determine the growing interest of customer toward online
shopping, customer's satisfaction and loyalty. Primary data took from Kanyakumari through
questionnaire in which 100 respondents had taken randomly from total population. Techniques
used: Simple percentage analysis, Garrett ranking techniques and likert scale. Descriptive research
design was used.

Kaushik and Singh (2013) studied that there was a relation of customer purchasing behavior with
purchasing behavior with purchase experience, favourite websites and customers shopping
orientation. The objective of the study was to understand customers intention toward websites. In
the study primary and secondary data were used. The primary data collected through survey with
the help of well structured questionnaire. Secondary data was also used. 30 samples of students
were taken for the survey and for data analyzing, SPSS techniques were used.

Uddin (2011) studied that website design attract customers toward online shopping. Convenience
and time saving were second the most affecting factors that appreciate customers for online
purchasing. The finding of study was that some other factors like less price, discounts, feedback
quality, also played an important role in online shopping. It was also found that elders were not
more interested in online shopping. The study was conducted in Gotland. The aim of study was to
find out the factors which influence the consumer buying behavior. The primary data was used
which collected through observation method, interview, case study, projective techniques and
sociometry and the secondary data was collected from journals, newspaper, magazines etc. A
questionnaire was also prepared. 100 samples of students had taken for study.
 CHAPTER-3

RESEARCH METHODOLOGY

Research methodology provides information about the manner in which research has been carried
out. Research methodology describes the procedure followed by the researcher. Research
methodology is a systematic way to solve the research problem. It deals with all the necessary step
that a researcher has to take to carry out the research or steps taken towards problem- solvin

Objective of the study

(1) To explore the attributes, perception, motivational factors of customers regarding online
purchasing.

(2) To identify the problems faced by customers during online purchasing.

Research framework

The research work is based on assessing customers behavior regarding online shopping. For this
purpose, a survey is conducted. Regarding survey, questionnaires are prepared and distributed to
the customers to know their point of view about online shopping and received products.
Respondents are belonging to different age, gender, occupation. On the basis of response the data
is collected. In this study convenience sampling technique is used. Sample has taken on behalf of
customers appreciation, interest, education, likes and dislikes. The questionnaire have prepared in
offline mode. It is expected from the target people to read the matter carefully and give answer in
appropriate and accurate way. The study is conducted in Bhiwani district (Haryana). Rural and
semi- rural, both areas have choosen for the study.

Research Design
In the present study, design of research is descriptive and analtical in nature.

Method

Quantitative method is used in present. Ranking and percentage methods are used for analyzing
and interpretation of data.

Research Technique

Convenient sampling technique is used in this study.

Samples are taken from Bhiwani district of Haryana. In this survey all likes and dislikes of
customers are considered.

Sample Size

In the present study 105 samples of the people from different areas are taken for survey. In this
study all important factors related to customer perception and online facilities are included.

Data Collection

The data of present study is gathered from primary and secondary sources. Collection of data take
place in online mode according to convenience.

Primary Data

Primary data is collected from a survey through a well-structured questionnaire. The

questionnaires are filled by the respondents in online mode and these are distributed into students,
businessmen, teachers, doctors and housewives. The purpose of distribution of questionnaire is to
know customers buying behavior, their satisfaction level towards online shopping. 19 questions
are included in the questionnaire on the basis of different age, gender, occupation, likes and
dislikes of the customers.
 CHAPTER-4

DATA ANALYSIS & INTERPRETATION

Demographic Profile of respondents

Table 4.1 Demographic profile based on age group

Age Group No. of respondents Percentage

Less than 18 12 11.4
18-20 16 15.2
20-22 36 34.2
22-24 24 22.9
24-26 7 6.7
More than 26 10 9.5
Figure 4.1 represents that 11.4% respondents belongs to the age group of less than 18 followed by
15.2% respondents belonging the age group 18-20, 34.2% belonging to 20-22, 22.9% belonging to
22-24, 6.7% belonging to 24-26 and 9.5% belonging to the age group more than 26.

Table 4.2 Demographic profile based on gender

Gender No. of respondents Percentage

Male 32 30.5
Female 73 69.5
Figure 4.2 exhibit that there is total 105 respondents out of which 69.5% are female and 30.5% are
male.

Table 4.3 Demographic profile based on profession

Profession No. of respondents Percentage

Teacher 10 9.5
Doctor 1 0.9
Student 82 78.1
Businessman 5 4.7
Farmer 1 0.9
others 6 5.7

Figure 4.3 Most of the respondents are students, 9.5% respondents are teachers and rest
respondents other profession.

Q-1 Do you like online shopping?

Table shows that 84.8% respondents like online shopping whereas 15.2% said they don‟t like
online shopping.

Q-2 Do you have proper internet access?

Table shows that 86.7% respondents have proper internet access and 13.3% respondents don‟t
proper internet access.

Q-3 What do you use the internet for?

Table shows that 55.2% respondents use the internet for education, 13.3% respondents use the
internet for information, 12.4% respondents use the internet for online shopping, 9.5%
respondents used entertainment and 9.6% respondents use the internet for all of these.

Q-4 I feel that online shopping is convenient than physical store shopping?

Table shows that 14.3% respondents strongly agree feel that online shopping is convenient than
physical store shopping and 43.8% respondents are agreed, 33.3% respondents are neutral, 6.7%
respondents are disagree and rest respondents are strongly.

Q-5 Do you have any concern about your privacy while online shopping?

Table shows that 67.6% respondents concern about privacy while online shopping and 32.4%
respondents don‟t concern about privacy while online shopping.

Q-6 SHave you ever been a bad experience during online shopping?
Table shows that 60% respondents ever been a bad experience during online shopping and 40%
Respondents don‟t ever been a bad experience during online shopping.

Q-7 Which payment method do you use for online shopping?

Table shows that 69.5% respondents used cash on delivery for online shopping, 12.4%
respondents used payment gateway, 13.3% respondents used bank transfer and rest respondents
used UPI, online payment, USSD etc.

Q-8 Which factor influence you regarding online shopping?

Table shows that 53.3% respondents factor influence time saving regarding online shopping,
14.3% respondents influence quality, 10.5% respondents influence return policy and convenience
and 6.7% respondents influence low price.

Q-9 Which website do you use for online shopping?

Table shows that 62.9% respondents use the website flipkart for online shopping. 14.3%
Respondents use the meesho website and 19% respondents used amazon website.

Q-10 How many times do you shop online in a month?

Table shows that 65.7% respondents once time shop online in a month, 16.2% respondents twice
in a month, 7.6% respondents thrice in a month and rest respondents more than thrice in a month.

Q-11 Which product do you buy frequently online?

Respondents

Table shows that 37.1% respondents clothes buy frequently online, 14.3% respondents buy
accessories, 16.2% respondents buy electronics and rest respondents buy all of these products.

Q-12 How would you rate your overall online shopping experience?

Table shows that 25.7% respondents excellent rate overall online shopping experience, 38.1%
Respondents good experience, 31.4% respondents average experience and 4.8% respondents fair
and poor experience.
Q-13 How much do you spend on online shopping every month?

Table shows that 65.7% Respondents less than 2000 spend on online shopping every month.
25.7% Respondents spend 2000-5000 and rest respondents 5000-10000 spend on online shopping
every month.

Q-14 Pricing in online shopping?

Table shows that 78.1% Respondents are reasonable pricing in online shopping, 11.4%
Respondents are high pricing in online shopping and 10.5% Respondents are low pricing in online
shopping.

Q-15 What is the biggest challenge you face with online shopping?
Table shows that quality issue is the biggest challenge face with online shopping. After that
additional charges is biggest challenge with online shopping.

Q-16 Your point of view about online shopping?

Mostly Respondents point of view online shopping is the best. It‟s best platform for purchase and
sale products. online shopping is more convenient and time saving.
 CHAPTER-5

FINDING & CONCLUSION

The study entitled “A study on the topic consumer behavior towards online shopping” has been
conducted to analyze and evaluate consumer behavior towards online shopping. The study has
been conducted by collecting primary data with the help of a structured questionnaire from 105
respondents.

The major finding of study on consumer behavior toward online shopping are:

1. Majority of the Respondents are females comprising of 69.5% of total population.

2. Most of the Respondents belongs to the age group of 20 to 22 years i.e. mostly students.
3. Mostly Respondents like online shopping.
4. Mostly Respondents have proper internet access.
5. Mostly Respondents used cash on delivery for online shopping.
6. Mostly respondents use online shopping.
7. 60% respondents ever been a bad experience during online shopping.
8. Mostly respondents less than 2000 spend on online shopping every month.
9. Mostly respondents are reasonable pricing in online shopping. Mostly respondents are used
flipkart website in online shopping.
10. Quality issues is the biggest challenge face with online shopping. After that additional
charges is biggest challenge.
 ANNEXURE-1

Questionnaire

Age Group:

 Less than 18
 18-20
 20-22
 22-24
 24-26
 More than 26

Gender:

 Male
 Female

What is your profession?

 Teacher
 Doctor
 Student
 Business man
 Farmer
 Others

Do you like online shopping?

 Yes
 No
Do you have proper internet access?

 Yes
 No

What do you use the internet for?

 Shopping
 Entertainment
 Education
 Information
 Banking
 Others

I feel that online shopping is convenient than physical store shopping?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Do you have any concern about your privacy while online shopping?

 Yes
 No

Have you ever been a bad experience during online shopping?

 Yes
 No

Which payment method do you use for online shopping?

 Cash on delivery
 Payment Gateway
  Bank transfer
 Ussd
 Others

Which factor influence you regarding online shopping?

 Convenience
 Time saving
 Quality
 Low price
 Security
 Shipping cost
 Return policy
 Others

Which website do you use for online shopping?

 Flipkart
 Amazon
 Meesho
 OLX
 Ebay
 Others

How many times do you shop online in a month?

 Once
 Twice
 Thrice
 More than thrice

Which product do you buy frequently online?

 Books
  Skin Care
 Accessories
 Baby Product
 Grocery items
 Electronics
 Clothes
 Others

How would you rate your overall online shopping experience?

 Excellent
 Good
 Average
 Fair
 Poor

How much do you spend on online shopping every month?

 Less than 1000

 1000-2000
 2000-5000
 5000-8000
 8000-10000
 More than 10000

Pricing in online shopping is:

 Reasonable
 High
 Low

What is the biggest challenge you face with online shopping?

 Slow check out time (Yes/No)

  Security issue (Yes/No)
 Quality issue (Yes/No)
 Additional charge (Yes/No)
 Shipping cost, delivery charges (Yes/No)
 Payment issue (Yes/No)
 Ambiguous website policy (Yes/No)
 Long delivery (Yes/No)
 Others

Your point of view about online shopping.